Visual Merchandising (VM) is the art of
presentation, which puts the merchandise
A neat, eye-catching window display is an
effective way to stop pedestrian traffic and
entice people to enter your store.
It educates the customers, creates desire
and finally augments the selling process.
Visual merchandising is not a science;
there are no absolute rules.
It is more like an art in the sense that there
are implicit rules but that these also exist
to be broken for striking effects.
The main principle of visual merchandising
is that it is intended to increase sales.
defined as the physical display
of goods in the most appealing
and attractive manner
ELEMENTS OF VM
Many elements can be used by visual
merchandisers in creating displays,
including color, lighting, space, product
information, sensory inputs such as smell,
touch, and sound as well as technologies
such as digital displays and interactive
Visual merchandising is the
art of implementing effective design ideas to
increase store traffic and sales volume.
an art and science of displaying merchandise to
enable maximum sale.
is a tool to achieve sales and targets, a tool to
enhance merchandise on the floor, and a
mechanism to communicate to a customer and
influence his decision to buy.
uses season based displays to introduce new
arrivals to customers, and thus increase
conversions through a planned and systematic
approach by displaying stocks available.
Retail professionals display to make the shopping
experience more comfortable, convenient and
customer friendly by:
Making it easier for the shopper to locate the desired
category and merchandise.
Making it easier for the shopper to self-select.
Making it possible for the shopper to co-ordinate &
Providing information on sizes, colors & prices.
Informing about the latest fashion trends by highlighting
them at strategic locations.
Merchandise presentation refers to most basic ways of
presenting merchandise in an orderly, understandable,
’easy to shop’ and ‘find the product’ format. This easier
format is especially implemented in fast fashion retailers
such as Forever 21 and H&M.
TYPES OF WINDOW DISPLAYS
Enclosed windows: have a full background and
sides that completely separate the interior of the
store from the display window.
Ramped windows: floor is higher in back than in
Elevated windows: from 1 to 3 feet higher than
Shadowbox windows: small, boxlike display
Semi closed windows: have a partial
background that shuts out some of the
store interior from those viewing the
Open Windows: have no background
panel and the entire store is visible to
people walking by
Island windows: four sided display
windows that stand alone, often in lobbies.
VM helps in:
Educating the customers about the product/service
in an effective and creative way.
Establishing a creative medium to present
merchandise in 3D environment, thereby enabling
long lasting impact and recall value.
Enables a successful selling process, from
browsing to buying.
Setting the company apart in an exclusive position.
Establishing linkage between fashion,
product design and marketing by keeping
the product in prime focus.
Combining the creative, technical and
operational aspects of a product and the
Drawing the attention of the customer to
enable him to take purchase decision
within shortest possible time, and thus
augmenting the selling process.
Components of Visual
There are certain things which a retailer
needs to take care while proceeding
with the process of displaying his
products. These components when
combined together in a proper ratio will
make a successful outcome.
One category, or line
Variety or assortment
of unrelated items all
sold at the same
Used to direct
customer’s attention to
Use more light for dark
colors, less light for
attention on specific
areas or targeted items
Pinpointing: focuses a
narrow beam of light on
a specific item
Objects added that support the theme of the
Functional Props: used to physically support the
merchandise. (mannequins, stands, panels, screens,
Decorative Props: used to establish a mood or an
attractive setting for the merchandise being featured
(ex: mirrors, flowers, seashells, surfboards, etc)
Structural Props: used to support functional and
decorative props and change the physical makeup of
displays. (boxes, rods, stands, stairways, etc)
Includes individual letters and complete
signs. Often on some kind of holder.
Can tell a story about the goods.
Should try to answer customers questions.
Should be informative and concise.
Can include prices, sizes, department
Display themes to
product & Inform
Right choice of
colors is vital
Tips to grab the attention of a busy person and
lure them into your store to make a purchase,
Grab their attention.
Work with your vendors.
Work with artists.
Show your holiday spirit.
Think outside the window box.
Be a quick change artist.
Don't forget lighting.
Keep those windows clean.
There are so many
things we can spend
time on. Do not forget to
allocate time to your
retail window displays
because they can truly
be a huge contributor to
growing revenues and
an expanding customer
Do not let that quot;windowquot;
opportunity pass you